Brand Power and Writing to Ignite Collaboration and Innovation at Shell

The Challenge

Shell’s senior leaders faced a critical challenge: how to motivate engineers and scientists across the organization to migrate vast amounts of research data into a newly launched knowledge repository. The goal was not only technical adoption, but cultural activation—encouraging teams to share and collaborate so data could spark new scientific discoveries, engineering solutions, and innovative consumer products.

The Solution

To make the initiative resonate, a unified brand identity was needed. I developed the central product name, positioning tag, and support line—anchored by compelling brand messages that spoke directly to the pride, purpose, and curiosity of Shell’s world-class scientists and engineers.

The omnichannel internal campaign delivered the message consistently across touchpoints, creating a sense of momentum and shared purpose. This wasn’t about a tool—it was about unlocking the next level of discovery, together.

The Impact

The branded initiative successfully launched across Shell, persuading technical teams to think beyond individual labs and disciplines. By migrating and centralizing data, Shell’s engineers and scientists now had a common repository to build on each other’s breakthroughs—accelerating the path to new product innovation and scientific advancement.

The project didn’t just roll out a tool. It branded a movement.